Starbucks China to start 'consume to sit' policy at stores nationwide on 22 October
In short
Starbucks China said on 21 October that from 22 October it will implement "consume to sit" (消费入座) at stores across the country, with signs displayed in stores. The company said staff will follow friendly communication principles and give priority help to customers such as pregnant women and people with limited mobility. It also announced over 300 million yuan of new spending on store service in its 2027 financial year.
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Starbucks China said on 21 October that from 22 October it will implement "consume to sit" (消费入座) at stores across the country, with signs placed in stores. According to the company's statement, relayed by China News Service, Jiemian, 36Kr, cnBeta and Caixin, staff will get unified service guidance and necessary support, will follow friendly communication principles and will handle customers' reasonable sudden needs and special circumstances. The company said staff will give priority help to customers such as pregnant women and people with limited mobility, and that "the rules are clear, but enforcement will keep warmth". Caixin wrote that this means customers who do not buy in the store cannot use its seats. [ 3 , 4 , 5 , 7 , 10 ]
China News Service reported that Starbucks China also announced over 300 million yuan of added spending in its 2027 financial year on store service. The money is to pay for more staff at peak hours and at the specialty bar, upgraded digital systems and core equipment, and refreshed facilities at about 1,000 stores. The company also released a Third Space Initiative that calls for sharing store space in an orderly, friendly and mutually respectful way. An unnamed Starbucks China insider told Huxiu that the initiative and the extra spending are linked and both aim to improve customers' store experience. [ 10 , 14 ]
The announcement followed several days of unconfirmed reports. On 20 October Starbucks China told The Paper (澎湃新闻) that it would keep investing in a comfortable third-space experience. The Paper's reporter visited several Shanghai stores and saw no related signs; staff said the materials had not arrived, might be used from November, and that the practice was encouraged rather than compulsory. Huxiu reported that in mid-October some stores displayed materials reading "please consume to sit", with no minimum spend, that the company denied a uniform compulsory rule nationwide, and that stores said the aim was long seat occupation at busy times. On the morning of 21 October a China News Service reporter in a Beijing store found that people who had not bought anything could still sit, with no signs and no staff intervention. [ 1 , 2 , 10 ]
A Huxiu commentary said the national rule was being described differently by stores in Zhengzhou, Jinan and Guangzhou, and that some had not put out signs. It said the sign reads "please" rather than "must", and listed exceptions: pregnant women, people with limited mobility, couriers, passers-by sheltering from rain and security guards on duty can rest briefly without buying, and hot water is provided free. It added that, according to media reports, complaints received when staff remind customers do not affect their personal performance, and it asked what staff can do if a customer will not leave. [ 8 , 12 ]
Commentary pieces put the change in context. They recalled that Starbucks opened its stores to all visitors in May 2018 after two Black men were taken away by police from a Philadelphia store in April 2018, and that in January 2025 it changed its North American rules to give seats and restrooms to customers first. Some commentary linked the change to Boyu Capital, which in April 2026 completed the deal for 60% of Starbucks China while Starbucks kept 40%; a Jiemian and TMTPost article called it unfair to put all the blame on Boyu. Huxiu noted that Starbucks China's same-store sales rose 0.5% in the second fiscal quarter while average spend per order fell 1.6%. [ 1 , 9 , 11 , 13 , 14 ]
Why it matters
The rule applies to Starbucks stores nationwide, and Huxiu commentary described customers using seats without buying as a reason for it. Outlets differ on how strictly it will be applied, so how stores enforce it is still open.
Key facts
- Starbucks China said that from 22 October it will implement "consume to sit" at stores nationwide, with signs placed in stores. [ 3 , 4 , 5 , 7 , 10 ]
- The company said staff will get unified service guidance, follow friendly communication principles and handle reasonable sudden needs and special circumstances; pregnant women and people with limited mobility will get priority help. [ 3 , 4 , 5 , 7 , 10 ]
- Starbucks China said it will add over 300 million yuan of investment in the 2027 financial year for store service, covering more staff at peak hours and at the specialty bar, upgraded digital systems and core equipment, and refreshed facilities at about 1,000 stores. [ 10 , 14 ]
- Starbucks China also released a Third Space Initiative that promotes orderly, friendly and mutually respectful sharing of store space. [ 10 , 14 ]
- On 20 October Starbucks China told The Paper (澎湃新闻) it would keep investing in the store experience; store staff in Shanghai said the materials had not arrived and the practice was not compulsory. [ 2 ]
Confirmed by several sources
- Starbucks China announced on 21 October that "consume to sit" starts nationwide on 22 October, with signs in stores. [ 3 , 4 , 5 , 7 , 10 ]
- Starbucks China said pregnant women, people with limited mobility and other customers needing help will get priority help from staff. [ 3 , 4 , 5 , 7 , 10 , 14 ]
- Starbucks China announced over 300 million yuan of added investment in store service experience for the 2027 financial year. [ 10 , 14 ]
Still unclear
- Whether the rule is compulsory. Caixin wrote that customers who do not buy will be unable to use seats, while Huxiu said the sign reads "please consume to sit" rather than "must", and that the company had denied a uniform compulsory rule nationwide in mid-October.
- How staff should act if a customer who has not bought anything refuses to leave. A Huxiu commentary said no one has told staff what to do and that staff have no means of enforcement; the company has not been quoted on this in the documents.
- Whether stores are applying the rule in the same way. Huxiu reported that stores in Zhengzhou, Jinan and Guangzhou described it differently and some had not put signs out; a China News Service reporter saw no signs and no staff intervention in a Beijing store on the morning of 21 October.
- Whether the policy sets a minimum spend or defines busy times and long stays. Huxiu reported that the mid-October materials set no minimum spend and that stores said the target was long seat occupation at busy times; no document gives the final rule.
- In April 2026 Boyu Capital (博裕) completed the deal for 60% of Starbucks China, and Starbucks kept 40%. Reported by a single source so far
- Starbucks introduced an open-door policy in May 2018 after a Philadelphia incident in April 2018, and changed its North American conduct rules in January 2025 to give priority to paying customers. Reported by a single source so far
What local media are saying
Timeline, local time
- Huxiu published an article saying stores had put up "please consume to sit" materials in mid-October and that the company denied a uniform compulsory rule nationwide. [ 1 ]
- 36Kr's morning briefing carried the 20 October response from Starbucks China and The Paper's finding that Shanghai stores showed no related notices. [ 2 ]
- 36Kr reported Starbucks China saying that "consume to sit" would start nationwide on 22 October. [ 3 ]
- Caixin reported the nationwide start on 22 October and said customers who do not buy cannot use the seats. [ 7 ]
- China News Service reported the over 300 million yuan investment and the Third Space Initiative alongside the start date. [ 10 ]